In the past, Tollywood worried that releasing big films quickly on OTT platforms would harm the theatrical business. They believed that even average films could make good money in theaters if audiences thought they wouldn’t be available on OTT soon. However, today, many big films are ignoring this belief.
Despite earlier calls for an 8-week window before OTT release, films like “Family Star” are hitting streaming platforms just 21 days after theater release. This shift might benefit OTT platforms, but it could also lead audiences to skip average films in theaters, knowing they’ll soon be on streaming sites.
Yet, producers are finding relief in OTT deals, which help recoup investments. With OTT giants fiercely competing for streaming rights, producers are financially benefiting. The future impact on theatrical revenues remains uncertain. Will audiences still flock to theaters knowing films will quickly reach OTT? Only time will tell.
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